Want to know how to establish yourself, your product, your service as a uniquely identifiable brand?
Many people don’t get off the ground with their business ideas because they’re stuck at “but what should my business look like?” , “what should I name it?”, “what colours should I choose?” and I agree these questions can be discouraging. With this 6-step approach, I promise you will find some answers to discovering your visual identity so do not despair.
Naming your brand
A brand is so much more than a logo and an icon. It’s an identity and if you try to think about your own identity it can help you to formalise the identity of your brand. Identify the basic elements that makeup an identity. The first thing that comes to mind is a name, what is your full name and where did it come from, who gave it you and why, what does it mean and symbolise.
In the same way a brand needs to have a name with a meaning, a story, symbology and a purpose.
You could even go as far checking for a star sign :) Theme Piece is totally an Aquarius like my mom, love it!
Personifying your brand
Start thinking about the person behind the name, the personality and characteristics, the unique nuances that make you you. Do you have a dry sense of humour, are you kind, are you soft spoken or vibrant and loud, do you like socialising or prefer to keep to yourself, are you curious or comfortable to learn as you go along.
Personality traits hold true for your brand as well. Is your brand feminine or masculine, does it have a soft and inviting appeal. Or is it bolder and enthralling or moody and dim.
Whatever personality your brand has, it is important to remember its purpose and the persona needs to speak to that purpose.
Dressing your brand
Yes beauty is only skin deep, but physical appearance is often first impression and should give the onlooker a taste of what’s inside and a desire to look even deeper.
In this case, we are judging the book by its cover.
Whatever visual style you decide on should follow through in all aspects of your branding. It also helps to assign tasks to your visual elements like using a colour palette to stay within the colour scheme of your brand. Not chopping and changing fonts according to your mood but rather to the identified brand fonts and typography. Tip: Choose 3 fonts at most i.e. 1 for headers, 1 for content and 1 for accents or special items.
Connecting with your audience
All of the above would be in vain if it were not specified to your target audience. So in many ways, you should start here. Identifying your audience is an in-depth process that takes an intrusive look into the heart of your brand and its purpose.
Think deeply about who it is that your are serving and talking to. What do these customers look like, what do they do, what are their pain points, what do they want to learn, how do they want to feel, what are their hearts desires and why do they need you and your business.
Answering some of these questions should form part of your goal setting plan (another topic altogether).
So this may seem off point but responsibility is something that seems to be ignored more often than not. In all things, you should be accountable for whatever brand you put out there. Whether you’re a power household brand name or barely getting any customers, keeping your brand in check is equally as important.
We’ve seen so many big brands drag their names through the mud this year with irresponsible marketing and in my opinion I peg this down to irresponsibility. Someone in the signing-off process did not take responsibility for their brand.
Don’t let this happen to you! Tip: Set a checklist of core values for your brand and make sure to familiarise yourself and your team with it.
There’s trend of subtly in branding at the moment. Many lifestyle brands are relying more on secondary brand elements for recognition rather than focusing on the main elements. For well established brands I wouldn’t object but if your brand is new to the market it needs to be drilled into the minds of your audience. Tip: use your full logo on all your branding, marketing and all of your social media posts (especially with current algorithms being so discriminatory).
So there you have it. Finding your visual identity can be find and in a lot of ways it can be a journey to yourself, especially for entrepreneurs.
I’m going to repeat myself, with this approach, I promise you will find some answers and if you need more help developing your brand, let me know :)